You can all apply this relatively new marketing concept, which was developed and popularized by American author Dan Kennedy in 1970, to your businesses by attracting customers magnetically, selling them the product, and thus encouraging repeat purchases.
For example, while you are trying out a perfume in a luxury store while you are at the airport waiting for your flight, just to try it and you do not want to buy it at the moment, but after a while you find yourself wanting to buy it (this is attraction in a simplified way).
The core concept behind magnetic marketing is to attract customers organically by providing useful and interesting value to them, represented by a three-dimensional triangle:
1. Promotional message
Designing a promotional message requires a good mix of various technical and artistic elements in order to attract the customer's attention to the promotional message, and to drive him to see it and know its content. Therefore, the designer of the promotional message must take into account the structural elements of the message and try to adapt it according to the target audience of the advertisement.
2. Promotion Strategies
Promotional strategies are considered important marketing strategies, as they work to inform, persuade, and remind customers about the products offered by the organization in order to increase market share and improve the competitive position of business organizations.
One of these strategies is the push strategy.
This is a promotional strategy through which the organization attempts to get its products to the customer, i.e., push them, by relying heavily on direct personal sales, in addition to other promotional methods. These efforts are directed towards members of distribution channels, negotiating with retailers to sell these products, and displaying them at points of sale.
Also, the attraction strategy.
This means drawing the customer in and pushing them to go to the product. Hence, it is called the attraction strategy because it focuses on the end customer in order to motivate and convince them to buy and try the product.
3. Target market segments
Some recent studies have shown that some customers are targeted with more than (4000) commercial messages every day, and every day more and more are being sent. Therefore, the organization needs its message to pass through all of that, and the organization needs to be delivered directly to the market.
It must be able to target the right customers, and the organization must take into account the right customer even if it has a big, meaningful and effective message. If the organization does not send this message to the right customer, it will fall on deaf ears. It loses its effectiveness with the customer, so the organization must identify the target market and know how to focus on a specific market.
Another example of applying magnetic marketing techniques is giving your customers a free week at the health club before subscribing, free samples, providing a free blow-dry service at a barbershop, free facial cleansing, and free weekly consultations at a skin and beauty center. These are examples that attempt to attract the customer to your product through the application of magnetic marketing techniques.
In summary, magnetic marketing contributes to reducing traditional marketing costs, enhances the competitive position of business organizations compared to each other by providing the best level of data and information related to goods and services, and also contributes to attracting the attention of consumers by motivating them (materially and morally) to view advertising messages and urging them to interact with them.
These goals serve one interest of the client company, which is to build a bridge of trust between business organizations and the consumer, which increases consumer loyalty to the company, thus increasing market share, sales share, and ultimately achieving the highest levels of consumer satisfaction.
